David Meerman Scott, a well-known marketing strategist, coined the term "newsjacking," which he describes as "the process by which you inject your ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business." The concept makes sense, and we all know that a great way to gain relevance online is by leveraging hot topics and news items that are beginning to trend-but it's a competitive, and fast-moving, field. How do content marketers stay on top of the relevant trends and news in their industries to ensure they're curating and communicating fresh, engaging content?

Demandbase Offers Open Access to Real-Time Company ID API

Demandbase, a real-time targeting and personalization platform for B2B company, announced it has opened the API for the company's Real-Time Identification service. With this opening, it will allow developers to create new applications that can leverage the corporate identification of web visitors and also use the attributes of those visitors to offer more personalized experiences.

The company believes that with the open API, it will give businesses the ability to see who visits web sites, allowing for effective marketing and sales practices. The open API is available now.